Why Step-by-Step Product Demos Drive More Sales
Why Step-by-Step Product Demos Drive More Sales
From Costco samples to TikTok’s viral “#TikTokMadeMeBuyIt,” product demonstrations have always been a powerful way to influence what people buy. But not all demos are equally effective. Research published in the Journal of the Academy of Marketing Science—”Does your demonstration tell the whole story? How a process mindset and social presence impact the effectiveness of product demonstrations” by Christine Ringler, Nancy J. Sirianni, Joann Peck, and Anders Gustafsson—shows that some demonstration styles are far more persuasive than others.
Why Process Beats Outcome
The research compared two common demonstration styles:
Process-focused demos walk customers through each step of how to use a product.
Outcome-focused demos skip the steps and highlight only the final result.
Across five different studies—including online videos, in-store demonstrations, and QVC-style broadcasts—process demos consistently outperformed outcome demos when it came to boosting purchase intentions.
The reason comes down to how people process information. Step-by-step storytelling engages viewers in a state of “cognitive flow,” where they’re deeply focused and even lose track of time. That flow fuels “narrative transportation,” meaning viewers are pulled into the story and imagine themselves using the product. Together, these effects make customers feel more connected—and more likely to buy.
The Role of Social Presence
About the Research
Does your demonstration tell the whole story? How a process mindset and social presence impact the effectiveness of product demonstrations
Journal of the Academy of Marketing Science (JAMS), 2023
Authors:
Christine Ringler
Nancy J. Sirianni
Joann Peck
Anders Gustafsson
Full Citation:
Ringler, C., Sirianni, N.J., Peck, J. et al. Does your demonstration tell the whole story? How a process mindset and social presence impact the effectiveness of product demonstrations. J. of the Acad. Mark. Sci. 52, 512–530 (2024). https://doi.org/10.1007/s11747-023-00934-6
There’s a catch: process demonstrations are most persuasive when viewed individually. When customers are aware of others watching—whether in a group setting or simply through social cues like a high video view count—the immersive effect breaks down. Viewers shift from focusing on the product to thinking about themselves in a social context, which reduces the power of the demonstration.
This finding is especially important as retailers and brands experiment with livestream shopping, influencer unboxings, and viral demo content. Bigger audiences don’t necessarily mean better results—sometimes the most effective demo is the one that feels personal.
What Marketers Should Do
The research points to several practical lessons:
Choose process over outcome. Show every step clearly, rather than just the end result.
Keep it personal. Deliver demos one-on-one in stores or through on-demand videos that don’t emphasize audience size.
Highlight bundles. Demonstrations can lift intent not only for the featured item but also for complementary products shown alongside it.
Think digital first. Online product demos can be just as effective as in-person ones, with lower cost and broader reach.
The takeaway is simple: how you demonstrate matters as much as what you demonstrate. By focusing on process and reducing social distractions, marketers can turn demonstrations into one of their most effective tools for driving purchase intent and building stronger product connections.
From the Authors
What marketing challenge(s) does your article address?
Product demonstrations are a growing phenomenon that exist in a variety of different forms and across multiple modalities. We seek to enhance the effectiveness of product demonstrations by examining two types of product demonstrations that can be conducted: in-person and online. Also, because modern product demonstrations can be hosted online and on demand by individual customers, we extended previous research by testing how the audience (both single customers and groups) and modality (both in-person and video demonstrations) impacted customers’ desire to purchase the demonstrated products.
What companies/organizations/industries will benefit from your findings?
Retailers and salespeople who demonstrate products in person and online via company websites, social media, and television programs like QVC.
How and to what extent may this research benefit these companies or industries?
There are two different approaches to product demonstrations: those that highlight the finished product only and those that walk the customer step-by-step through how to use (or assemble) the product. We examine the effect of these demonstrations when they take place one-on-one or in a group. For example, retailers like Costco have a large number of customers gather around to show how a product can be used. Meanwhile websites, like YouTube, that host videos of product demonstrations are typically viewed by an individual experiencing the demonstration alone. Our research demonstrates that demonstrations that take a step-by-step approach (vs. finished product) and are viewed by an individual (versus a group), will be more effective at converting those demonstrations to sales.
How can the recommendations from your findings be implemented?
Demonstrations in which customers are shown the end product are less effective than demonstrations that walk the customer step by step explaining what needs to be done until the end result is achieved. We also find that customers viewing a demonstration alone is particularly effective suggesting that online videos may be desirable.
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